Someone asked about where the title for this blog originated. It came from an idea in the Honda pitch that ended up in the first Honda Book of Dreams. (You can see the entire book and the thinking behind it here.)

The idea was about a town called Optimism. And the sign by the highway as you drove into town was the 'Welcome to Optimism' sign that now hangs in our big meeting room. I can't remember anything else about the campaign idea now. Other than this phrase:

Is your petrol tank half full or half
empty?
Being optimistic is a wonderful thing.

We liked the thought and the sign, so when Honda didn't use it, we appropriated it and put it on the wall and on a T-shirt.

There's a coincidental connection to our Creative Directors Tony and Kim's dislike of problem / solution advertising, where you pull back to reveal the brand at the end and the world becomes a better place. Kim always used to say, Why can't we start with the positive and build from there?

And it seemed like a better title for this blog than just calling it Wieden + Kennedy London Blog.

That's the story.

We’ve been working with Lurpak in the UK for several years and we're really excited to be able to announce the launch of Wieden + Kennedy London’s first global campaign for Lurpak. UK readers will recognise a strong resemblance between the campaign with which they're already familiar and this new work, which aims to inspire food lovers around the world.

After
much travelling, numerous market inductions and a lot of food
tasting, Team Lurpak came to understand that when it comes to good food, cooks
speak a universal language. It doesn’t matter where in the world your kitchen
is, what dish you are cooking, or what word you use for “hot”, the imagination of
the food lover is most captured at the moment of creation, the moment in the kitchen when the cook, the ingredients and the
butter (Lurpak, obvs) come together as one. It is a moment of transformation, a
moment at which all the senses come alive. The TV ad showcases this
special moment and tells the story of “the cook”, celebrating her magical power
to transform the ordinary into extraordinary.

The campaign, which launches today in Denmark, will run in multiple markets across the
world. Print executions challenge cooks to weave their
magic with a host of tempting raw ingredients.

It's been great to take what we've
learned and achieved for the UK and develop it to spread the Lurpak love worldwide.